Research On The Communication Effect And Optimization Of Taobao Live Broadcast

China's e-commerce industry has been in the ascendant since the end of last century.However,the deepening of consumption upgrading forces the e-commerce industry to jump out of the traditional mode of solidification.Since the beginning of 2016,network broadcast has become popular and created a new way of social communication.The e-commerce industry is also betting on live streaming,among which taobao live streaming is the best.The audience can complete the process from watching the live broadcast to paying for the goods and then to the after-sales service in a very short link on taobao,which brings a better sense of experience than the non-live broadcast,thus creating a new way of social shopping.However,as a representative of e-commerce live streaming,taobao live has also encountered a bottleneck in its development,which is mainly reflected in the unsatisfactory communication effect,which in essence affects the flow realization of e-commerce,thus hindering the overall development of e-commerce to some extent.Therefore,this paper attempts to explore taobao live streaming from the perspective of communication,and to study the deep reasons for its poor communication effect through questionnaires.Based on this,communication optimization strategies are proposed,so as to provide a mirror for the future development of e-commerce live streaming.This paper adopts literature research method,questionnaire survey method and content analysis method.First of all,it defines "e-commerce live streaming" and"taobao live streaming"and analyzes the birth background of taobao live streaming from four aspects:the advent of the new consumption era,the enabling technology of live streaming,the popularity of online live streaming,and the increasingly perfect e-commerce ecosystem of taobao.This paper sorts out the development process of taobao live broadcast and the types of taobao live broadcast,and then discusses the communication characteristics of taobao live broadcast.From the perspective of constructing a quasi-interpersonal communication field to realize communication on taobao live broadcast platform,the anchors of taobao live broadcast are the kols that incite audience to consume,the audience is the experiers of social presence in the communication process,and the communication content is diversified commodity information,etc.,the features of taobao live broadcast communication are analyzed.Secondly,using the questionnaire survey method to analyze the communication effect of taobao live broadcast.According to the survey statistics,the viewing frequency of taobao live streaming fans is low and the retention time is short.Besides,most respondents have not formed the habit of watching taobao live streaming for a fixed time,which indicates that the fans in the live broadcasting room are not sticky.Taobao live broadcast has the problem of weak secondary propagation effect and no social platform fission propagation.The quality of the product is inconsistent with the claim,and the style of the live broadcast room is similar.Thirdly,the paper analyzes the problems affecting the effect of taobao live broadcast.Because taobao live is a new thing and lack of publicity,the popularity of taobao live is still not high.Some functions of taobao live broadcast have drawbacks and other necessary functions have not been fully developed.Therefore,users feel unfriendly when watching the live broadcast,which has become a non-negligible reason hindering its development.The phenomenon of following the trend seriously leads to the homogenization of content,and the poor quality of UGC content is the short board in the dissemination of content.The platform flow and weight are too much distributed to the head broadcast room.The narrow track in the small and medium broadcast rooms leads to the obvious Matthew effect between the broadcast rooms.The head anchor is always strong,the waist and the bottom anchor literacy is poor,resulting in the defects of the anchor group.The excessive liquidity of fans makes taobao live broadcast with low stickiness of fans encounter bottleneck in the conversion rate of commodities.Therefore,in order to promote the sustainable and sound development of taobao live streaming,it is necessary to put forward optimization strategies for the above problems.The discussion of strategy theory focuses on the following aspects:to launch the whole-domain marketing,strengthen the management and optimize the function to realize the platform optimization;Create differentiated content and blue ocean domain,support PGC content to realize communication content optimization;Optimize the live broadcast room by creating scene-style consumption and immersive experience;Create personal IP and establish a strong relationship chain with fans to optimize anchors;User optimization is realized by improving the stickiness of fans,encouraging the fission propagation among users and developing the hidden consumption demand.